新常态下公立医院品牌战略发展研究

发布时间：2019-03-08 15:40

【摘要】：新常态理论不仅影响着我国经济社会的转型,同样对我国公立医院的品牌塑造起到重要的作用。新常态是新一轮全球金融危机爆发后,最近几年以来国际社会描述发达国家社会和经济状况的一个习惯性说法。新常态对中国和世界到底意味着什么,对此的判断影响中国经济、社会以及各行业决策的重要课题。随着市场经济的不断完善,医疗市场化以来,公立医院在新的市场竞争模式面前出现了困顿,在发展的过程中逐渐的形成了扭曲的逐利机制,导致出现相关的社会问题出现。通过对新常态理论的理解和对我国公立医院品质的现状分析,本文对新常态背景下公立医院品牌建设做出了思考,品牌战略做了系统的阐释,分别对品牌、战略、品牌战略做了阐述。并提出了新常态公立医院品牌战略的建议。几十年的高速发展之后,我国经济社会出现了拐点,潜在风险逐渐显现,中国经济进入一个新阶段。从认识论上说,经济“新常态”实质上是关于经济发展某一阶段的长期现象和历史特征的现实描述和理论刻画[1]。习近平以“新常态”来诠释中国社会和经济的特点,同时将其提升到到国家社会发展的战略新高度,对整个国内发展和稳定起到了方向性和决定性的作用。党的十八大以来,新常态为全面深化改革创造条件提供保障,新常态实际上包含了三个内容:其一,调整经济和社会发展前进速度。其二,科学调整各个产业的结构。通过产业的提质转型,实现经济社会发展模式的转变。第三,调整发展动力。新的发展需要创新,不再是一味地要求规模和速度增长,由粗犷型向可持续的集约型发展。新常态理论对我国卫生事业的发展同样具有最大意义。在我国,公立医院代表着国家对社会公众卫生与健康的责任,表现为以公益性的方式向社会提供必要的医疗卫生服务,它应该承担社会公众健康的责任,反映着国家社会性质与文明的程度。在新常态理论的支撑下,通过实施医院品牌战略促进医院内在品质的提高,不断追求创新科学的医院发展模式,为医院发展注入新的动力,推广医院公益形象,循序渐进的落实深化医改政策。当下正值中国新常态经济和社会转型,现代医院管理逐步进入以患者就医获得感、医院社会认可度和好评率为中心的品牌战略时代。公立医院唯有加强自身建设,优先实施品牌战略管理,增强核心竞争力,才能在复杂的环境中形成竞争优势。在医院自我加强完善的同时也不断的满足了患者的需求,为健康中国助力。
[Abstract]:The new normal theory not only affects the transformation of China's economy and society, but also plays an important role in shaping the brand of public hospitals in China. The new normal is a habitual account of the social and economic conditions of developed countries in recent years after the outbreak of the new global financial crisis. The judgment of what the new normal means to China and the world is an important issue in China's economic, social and industrial decision-making. With the continuous improvement of market economy and medical marketization, public hospitals have appeared difficulties in front of the new market competition mode, and gradually formed a distorted profit-seeking mechanism in the process of development, leading to the emergence of related social problems. Based on the understanding of the new normal theory and the analysis of the current situation of the quality of public hospitals in China, this paper makes some reflections on the brand construction of public hospitals under the background of the new normal, and makes a systematic explanation of the brand strategy, respectively, to the brand, the strategy, and so on. Brand strategy has been elaborated. And proposed the new normal public hospital brand strategy suggestion. After decades of high-speed development, China's economy and society appeared turning point, potential risks gradually appeared, China's economy entered a new stage. In epistemology, the "new normal" of economy is essentially a realistic description and theoretical description of the long-term phenomena and historical characteristics of a certain stage of economic development [1]. Xi Jinping used the "new normal" to interpret the characteristics of China's society and economy, and at the same time promoted it to a new strategic level of national social development, which played a directional and decisive role in the development and stability of the country as a whole. Since the 18th National Congress of the Communist Party of China (CPC), the new normal has created conditions for deepening reform in an all-round way. The new normal actually contains three contents: first, adjusting the pace of economic and social development. Second, scientific adjustment of the structure of various industries. Through the transformation of industry, the transformation of economic and social development mode can be realized. Third, adjust the momentum of development. New development requires innovation, no longer requires scale and speed growth, from rough to sustainable intensive development. The new normal theory is also of great significance to the development of health care in our country. In China, public hospitals represent the responsibility of the state for social public health and health, which is manifested in the provision of necessary medical and health services to the society in a public welfare manner, and it should bear the responsibility of social public health. Reflects the nature of the country's society and the degree of civilization. Under the support of the new normal theory, through the implementation of the hospital brand strategy to promote the improvement of the internal quality of the hospital, continue to pursue the innovation of scientific hospital development mode, to inject new impetus for hospital development, to promote the image of the public welfare of the hospital. Step by step implementation of the policy of deepening health care reform. At present, China's new normal economy and social transformation, modern hospital management gradually entered a brand strategy era centered on the sense of access to medical treatment, hospital social recognition and evaluation rate. Only by strengthening its own construction, giving priority to the implementation of brand strategy management, and strengthening its core competitiveness, can public hospitals form competitive advantages in a complex environment. Hospital self-improvement at the same time to meet the needs of patients, for the health of China.
【学位授予单位】：重庆医科大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R197.3

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